It’s 2010. Steve Jobs just introduced the worlds-first iPad, Instagram has just launched, Uber is founded, and Netflix has just made the shift from DVDs to streaming.
2010 is also the year IFTTT founder and CEO Linden Tibbets publishes the first private beta announcement for ifttt - the beginning that garnered around 250K initial sign ups. IFTTT was built on the goal of to unlocking creativity through simplifying and consolidating the way digital tools connect.
IFTTT, the beginning
IFTTT was launched with 22 services, including still-popular integrations via Email, RSS Feeds, Date and Time, Weather, Twitter (when it was still called Twitter), and Facebook.
This initial release also included some now-retired platforms like the blogging app Posterous and other sites including ffffound!, Google Reader, and del.icio.us. Early use cases included using Google Reader starred items to share images on your Tumblr blog, or customize how and which photos from your Flickr stream show up on your Facebook wall.
The concept of linking disparate apps was a novel concept at the time, making these seemingly (for 2025) simple connections feel powerful and futuristic.
Much of what was launched in 2010 stays true to IFTTT today.*“By providing a simple logical structure, if this then that, along with two fundamental properties that fit into that structure, called triggers and actions, ifttt enables anyone to be creative in their digital environments. [...] ifttt isn’t a programming language or app building tool, but rather a much simpler solution. Digital duct tape if you will, allowing you to connect any two services together.” *
In the 15 years since its origination, IFTTT has gone from a mosaic of sticky notes on Linden’s wall to a tool that has helped over 32M users in over 190 countries.
Highlights over the years
We have had a lot to celebrate over the years. Here are some big highlights and favorite moments.
2010: ifttt the beginning blog goes live in December 2010, launching IFTTT into its first private beta.
2011: Just two weeks after the private announcement, ifttt launches into public beta.
2012: Belkin WeMo joins, marking the start of IoT and the smart home integrations on IFTTT.
2013: Team introduces the IFTTT iOS app, within the first million apps in the store.
2014: The IFTTT Android app is released with a vast offering of native Android services to automate.
2015: IFTTT team launches a trio of “Do” Apps (these apps are now retired and integrated within our existing apps as the IFTTT widgets).
2017: Team launches filter code for Applets, taking simple automations to the next level and offering additional functionality via simple Javascript.
2017: IFTTT x Dominos and IFTTT x Uber are unique, stand-out partners that bring IFTTT to your door.
2019: Launch of IFTTT Connect, an embeddable API that can be integrated into other apps, emails, and tools.
2020: IFTTT introduces ability to use queries in Applets, once again up-leveling what automations can accomplish.
2020: Launch of multiple actions per Applet, allowing users to accomplish more with fewer Applets.
2023: IFTTT first AI apps that use the power of OpenAI's API.
2024: Launch of ChatGPT automation assistant that allows users to combine AI and automation in new ways.
2025 and beyond: 👀
Simplicity and accessibility of design has always been a major focus of IFTTT. Designed to feel like physical buttons, toggles, and light switches, IFTTT’s uncomplicated user interfaces have let the complicated work of integrations stay behind-the-scenes. Our no-code app makes it possible for users at all technical levels to create workflows that save them time and are easy to set up.
Trendsetting and attention-getting
IFTTT was one of the first companies to create branded socks as company swag and generated early headlines around its simplicity, potential, and hard-core early adopters.
Enthusiastic early IFTTTers loved the flexibility, simplicity, and power of combining apps in all-new ways.
Team behind the code
The team working on IFTTT spans around the world including members of our team who have returned over the years after pursuing other passions. Our longest-standing team member has worked at IFTTT over the course of 12 years. What started as a project for founders Linden Tibbets, Alexander Tibbets, Jesse Tane, and Scott Tong has now included hundreds of employees around the world throughout the years.
Many IFTTTers have started as IFTTT users and have grown from entry-to-management level positions over the years, including three community success team members who are now engineers with a deep understanding and appreciation for user experience. In an industry where the average tenure per company lasts 2-3 years, IFTTT has built a strong internal culture that motivates, inspires, and invests in employees.
When asked about their experience and favorite memories at IFTTT, long-time team members all shared the same sentiment - that IFTTT is built by great people behind the scenes who care deeply about user experience and quality. IFTTT Reddit threads are often monitored by our own engineers, who will frequently jump in to provide support or fix the issue at hand.
Many IFTTTers have moved on throughout the years to start their own exciting ventures, including Dr. Sanny Liao at Fable (a recent and exciting launch in cybersecurity), Anthony Accomazzo at Sequin, Yana Welinder and Nicky Leach at Kraftful, Netto Farah at Koala, and Shiva Kilaru at Krazam.
15 years later
A lot has changed since 2010. IFTTT has navigated many changes in technology, through the adoption of mobile, IoT, voice assistants, as well as the rises of crypto and AI. The simple, but powerful, logic of if this, then that has remained consistent, as has our continued commitment to making every thing work better together.
While we’re excited about where we are now and where we are headed next, this moment is about where we’ve been, and the community that has made it possible. TTThanks for being part of it.